New market sector
Situation
The company was the UK market leader in pest control, however, had never seriously targeted the residential market. management of this sector was required from strategy to implementation.
Brief
Research, strategy development, planning, internal and external communications and project management were required to analyse the business opportunity and prepare the organisation for this new market sector.
Solution
The size and value of the market were evaluated and a research project was carried out to understand the market needs and competitive position.
A businesss plan was developed and approved by the board and a project team was created to implement the strategy, initially through a regional trial.
Market based proposition and pricing were developed.
A marketing communications plan was developed; advertising and PR agencies were appointed and managed.
Result
The plans were implemented and the trial went live, to plan and on time.
Organisation changes and training were implemented to support the new focus.
Advertising and PR were planned to support national launch.